No one argues anymore about the value of a well-written, widely read company blog. It establishes your expertise in your industry, allowing you to build your reputation footprint and marketing authority. But there are good and bad ways to express authority and speak about expertise, says Chris Quinn, brand strategist at Insight180 (insight180.com), a branding agency for advisory businesses.
It’s important to build your authority in a way that leads to a real connection with your readers or listeners. Quinn offers these tips on establishing authority the right way:
Build your authority, don’t pounce on it. Be mindful of the tendency toward preachiness. Your readers and listeners deserve the respect of your patient explanation, not a lecture. So check the tone of what you write and say to make sure it’s kind and not condescending. Remember, your audience is probably more knowledgeable than you about what they do. They’re experts too, just in a different subject area.
Don’t inform, inspire. When you speak to them, try to do more than just inform. Try to inspire. The most common way is to use anecdotes or examples or tell a story that demonstrates your message.
Be a BFF. Try to write in a way that is one-to-one, with a casual tone. Even if yours is a serious subject, a warm, friendly tone is more engaging. Imagine you’re sitting down with them like a friend, talking. Use simple language and make the effort to fully explain your message. Avoid fanciful terms they’re not likely to understand the full meaning of. Don’t try to impress them with your industry jargon or vocabulary. Remember, you’re already friends, so speak as if you’re reinforcing or reminding them of something you already have in common. Taking this approach will help them feel you understand what they’re up against — not in a fake way. In a real way, because you do know. You do understand. You’ve seen it before.
Explain complex things, simply. Jazz legend Charles Mingus said, “Anyone can make the simple complicated. Creativity is making the complicated simple.” People are not impressed when you stress how much you know and how complicated it is to understand. Trying to impress them only makes them more aware of their worry or uncertainty. It may feel good to be on a pedestal, but in the end, it’s harder to connect from up there, isn’t it?
Ask questions. Asking questions implies interaction and often creates connection. When you ask a question, the reader or listener becomes curious to know your answer. It increases their engagement.
Use passionate words. If you’re speaking, you have the power of intonation to help you communicate the enthusiasm of your message. But if you’re writing, that can be harder to do. So, try to use more drama in your writing. Don’t be sure, be completely certain. Don’t be happy, be absolutely thrilled. Don’t be bored, be bored-to-tears.
Don’t hit anyone over the head. Lead your horses to water but don’t make them drink. Trust your readers and listeners to draw their own conclusions about what you’re saying to them. Offer your viewpoint as an opinion. (One backed with a log of experience, but still just one opinion.) They will be more likely to adopt the ideas you want them to if they conclude them on their own. If you try to force a conclusion on them, they’re more likely to resist it.
Short sentences. Short sentences both in writing and speaking are best. Short sentences are easier to read. They’re more dynamic and energetic. They keep the reader awake. Long sentences slow them down and make reading less fun, less rewarding.
Don’t babble.
This is a big one. Do everything you can to try to stay on point or on script if you’re speaking. Rambling is never productive. Absolutely no one complains when you stay on point and finish sooner.
See?
